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Menu mind games.(UP FRONT)(fancy lingo boosts sales)
Anyone who has been to a pricey restaurant has seen the highfalutin language: "cappuccino of forest mushrooms" for mushroom soup (Per Se, in New York City); "fork crushed" potatoes for mashed (The Foundry on Melrose, in Los Angeles); squab that is of the "rare Moroccan" variety (Gary Danko, in San Francisco).
Such terms are fun to read, but before forking over your hard-earned dough, be aware that they have a more serious side. When the description is elaborate, diners typically see the food's quality as higher and will pay more for it, says Darren Tristano, executive vice president at Technomic, a food-service research and consulting firm in Chicago.
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Brian Wansink, author of "Mindless Eating: Why We Eat More Than We Think," agrees. He conducted a study in which cafeteria patrons were served identical dishes with slightly different names: "seafood fillet" and "succulent Italian seafood fillet," for example. Fancy lingo boosted sales by 27 percent, and customers judged those foods higher in quality.
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